Menu
Home
Log in / Register
 
Home arrow Marketing arrow The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain
Source

Studying Multimodal Rhetoric Through the Socioneurobiological Lens

As mentioned in previous chapters, the fields of rhetoric and neurobiology/ physiology tend to examine multimodal and multisensory experiences differently, using different tools especially. While rhetoric studies tend to focus attention on composition and observed behaviors or surveys of audience perception of content, neurophysiological studies focus on particular neuron behaviors inside the brain based on biomedical technologies. However, these neurobiological/physiological studies involve analysis of such activity relative to certain stimuli; nevertheless, social science is involved in neurobiology/physiology. As such, this model can also be applied to rhetorical analyses of multimodal products/stimuli to form a neurorhetorical analysis. Consequently, rhetorical theory, often linked with social sciences, can contribute to cognitive neuroscience studies; and the field of rhetoric can benefit from integrated studies likewise.

Examples of potential studies include ascertaining how the brain processes certain modal combinations; rhetoric scholars can design these combinations. Studies can triangulate data by including both biomedical technologies as well as social science research methods such as surveys and interviews with participants as well as observation and quasiexperimental designs. I discuss such studies in later chapters. However, the chapters immediately following this one detail neurorhetorical analyses of specific products without triangulation.

 
Source
Found a mistake? Please highlight the word and press Shift + Enter  
< Prev   CONTENTS   Next >
 
Subjects
Accounting
Business & Finance
Communication
Computer Science
Economics
Education
Engineering
Environment
Geography
Health
History
Language & Literature
Law
Management
Marketing
Mathematics
Political science
Philosophy
Psychology
Religion
Sociology
Travel